20/05/2026 – As part of the UNITRE Lecce educational program, cultural association belonging to the national UNITRE network – University of the Three Ages – I dedicated an hour to talking about one of the oldest and most fascinating forces in human history: luxury.
Luxury is not a catalog of expensive objects, but as a system of meanings — a way of telling others, and to ourselves, who we are. From prehistory, ever since man decided to consume time and energy for something that neither nourished nor protected him, but it identified, to today's global markets, luxury has gone through the centuries changing shape, but not nature.
I had the pleasure of holding this lecture retracing these 77.000 years of history, economy and language of luxury, by medieval sumptuary laws, to Versailles, from Coco Chanel to the eighties era of the logo as a flag, until the great contemporary paradigm shift — from status to sense of belonging, to develop an analysis model that many companies should perhaps consider when defining their strategy. I did it with particular attention to two fundamental considerations:
If you're interested in truly understanding how this world works — historically, economically, culturally — watch the full video at the YouTube link. below:
— Davide Diurisi | MITO Luxury
